Healthcare organizations must carefully consider the option between downloadable and embedded resources in their email campaigns because this decision directly impacts patient engagement, accessibility, and the overall effectiveness of communication. Downloadable resources are ideal for comprehensive topics that require in-depth understanding.
Barriers may arise if patients do not follow through with downloads. Conversely, embedded resources provide immediate access to information within the email itself. The choice between these formats should align with the specific goals of the campaign.
Downloadable resources consist of resources like PDFs, eBooks, or audio files that can be viewed offline without the need to access the source email. These resources are particularly beneficial when detailed information is required as they allow healthcare organizations to present content that might not be feasible in the body of an email.
For example, healthcare providers might send a downloadable guide on managing diabetes or a checklist for preventative screenings. The download rates on these resources can also help track engagement metrics like download rates to provide insight into patient interest in the content shared.
Embedded resources are integrated directly into the body of an email allowing recipients to view images, videos, or interactive elements without needing to download them separately. In healthcare emails especially this provides readers with immediate access to information through means like infographics with health tips or embedded videos explaining a new treatment procedure.
Embedded resources provide immediate access to relevant information and interactive content directly in the email itself. According to a Litmus report, “Businesses can add GIFs, videos, and kinetic elements to make emails interactive. Use email split A/B testing to see if interactive design makes a difference for your email strategy.”
The format is a way for patients to view images, videos, or infographics without downloads which many patients don’t have the time or storage space to do. The immediacy of embedded resources captures attention and encourages interaction as patients can quickly engage with the content while navigating away from their inbox.
For example, an embedded video explaining new treatment options can condense efficacy rates and research information in digestible videos and graphics. These resources also create a seamless flow of information that makes an email body more dynamic and visually appealing as opposed to text heavy emails.
Related: Patient engagement strategies
HIPAA-compliant email solutions like Paubox address security concerns that patients may have regarding downloadable or embedded emails by ensuring that sensitive health information is transmitted securely and in compliance with regulatory standards. By automatically encrypting emails containing protected health information (PHI) and requiring secure authentication processes, Paubox provides a layer of security that reassures patients about the confidentiality of their communications.
Subject lines should be concise, informative, and engaging to capture the recipient's attention.
Healthcare emails should have a clear layout with short paragraphs, bullet points, and headings to enhance readability. Using a single-column format is recommended for mobile optimization, ensuring that content flows smoothly on smaller screens
Optimizing for mobile ensures that patients can easily read and engage with the content.